Even if you can’t understand what’s being said on Japanese TV, it’s difficult to miss the fact that nearly every TV spot and, for that matter, a good chunk of print ads, feature Japanese celebrities shucking various products.
To the Western eye, this can be a little baffling. Sure, sometimes commercials in English-speaking countries will fall back on (mostly) has-been stars to lend credibility to this or that used car dealership or diet product, but most of the time Western commercials star everyday folks. Most surmise this is so the consumer – his/herself most likely an everyman/woman – feels an emotional connection with the ad.
On the other hand, Japanese ad agencies hire TV and movie stars much, if not most, of the time. So prevalent is the practice that Western stars aren’t above traveling to Japan Lost in Translation-style for a week or so of juggling live human beings and shouting broken-English catchphrases for a round of Japanese ads ending in a big payday.
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